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Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web

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A summary of my forthcoming book: Marketing 2.0; Bridging the Gap Between Seller and Buyer on the Social Web.

A summary of my forthcoming book: Marketing 2.0; Bridging the Gap Between Seller and Buyer on the Social Web.

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    • 1. Marketing 2.0 Bridging the Gap Between Sellers and Buyers on the Social Web Bernie Borges – Find and Convert February 16, 2009
    • 2. Bernie Borges: Founder & CEO, Find and Convert
      • 20 + years marketing
      • Enterprise software & Internet industries
      • Past 6 years providing:
        • Internet marketing strategic consulting
        • Search engine optimization
        • Pay-per-Click advertising management
        • Visitor conversion strategies
        • Web 2.0 strategies
        • Podcast services
      • Help B2B companies find and convert leads on the web 
    • 3.
      • Why Marketing 1.0 Doesn’t Work Anymore
      • Marketing 2.0
      • Developing a Social Media Plan
      • Tools & Platforms
      • Personal Branding
      • Making Time for Social Media
      • Measuring Results
      • Convincing Management
      • Case Study
      • Actions and Take-Aways
      Marketing 2.0 Topics
    • 4. Why Marketing 1.0 Doesn’t Work Anymore
      • Outbound Marketing
      • Telemarketing
      • Email Marketing
      • Direct Mail
      • Print
      • Tradeshows
      • TV/Radio
      • Inbound Marketing
      • SEO/PPC
      • Blogging
      • Social Networking
      • RSS Enabled Content
      • Video/Photos
      • Twitter
      • Slideshare
    • 5. Why Marketing 1.0 Doesn’t Work Anymore
    • 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
    • 7. Marketing 2.0
      • Think Like a Publisher
      Focus on Relationships
    • 8. Marketing 2.0: Think Like a Publisher!
      • Think Content!
        • Blogs
        • Newsletters
        • White Papers
        • e-books
        • Podcasts
        • Videos
        • Photos
        • Presentations
    • 9. The Buyer is in Control Not the Seller! http://www.youtube.com/watch?v=heSudg-tfIk
    • 10. Marketing 2.0 Landscape on the Web Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo
    • 11.
      • Technology
        • RSS, XML, AJAX
      • Bandwidth Proliferation
        • WiFi, High Speed Access
      • Social Culture of Communication
        • Communities Offer Collective Intelligence
      Social and Technology Drivers
    • 12. Developing a Social Media (Marketing 2.0) Plan
      • Begin with Research
        • Where does your customer “hang out?”
        • Ask your customers
        • Research your competition
        • Search on the social web
    • 13. Developing A Social Media Plan Source: The Value of Many, Neighborhood America
    • 14. Make a Commitment
      • Should you….
        • Start a blog?
        • Focus on social networking sites?
        • Start your own community on the web?
        • Twitter?
        • Video?
    • 15.
      • Themed
      • Human Voice
      • Transparency
      • Commitment
      Business Blogging Strategies
    • 16. Size of Blog Market
    • 17. Social Media Tools and Platforms
    • 18.  
    • 19. Facebook http://www.insidefacebook.com/
    • 20. Facebook
    • 21. Facebook: Individual Profile
    • 22. Facebook/CNN Inauguration
    • 23. Facebook Groups
    • 24. Facebook Groups
    • 25.
      • Fan Page
      Facebook Fan Page
    • 26. LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links
    • 27. LinkedIn Groups
    • 28.  
    • 29. What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
    • 30. Want to Find Someone on Twitter? http://search.twitter.com/search?q=tampa+chamber+of+commerce
    • 31. http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx
    • 32. Some Famous People on Twitter…
    • 33. Some Not-So-Famous People on Twitter 
    • 34. Want to Find Someone on Twitter? http://www.socialbrandindex.com/
    • 35. Twitter: Events & Trends Using Hashtags
    • 36. Twitter: QuickBooks
    • 37.  
    • 38. Personal Branding
      • Individual reputation management
      • Personal and professional brand converged
      • Benefits individual and employer
      • Be real, be interesting
      • Contribute
      • It’s an asset!
      • Embrace it!
    • 39. Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
    • 40. Video
    • 41. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
    • 42. Photos
    • 43. Presentations
    • 44. Measuring Results
      • Relationships
      • Content
      • Alignment
      • Best Practices
    • 45. Google Analytics Integration
    • 46. Google Analytics Integration
    • 47. Hubspot: Facebook Lead Tracking
    • 48. Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/
    • 49. Convincing Management
      • Just Look at the Numbers!
      • Do Competitive Research
      • Ask Your Customers
      • It’s Mainstream Baby!
      • Experiment…
    • 50. Making Time for Social Media
      • Are you getting great results now?
      • Did your marketing budget increase?
      • Are your buyers easy to reach?
      • Is your brand as good as it could be?
      How do you currently allocate your time???
    • 51. Staffing Implications
      • There are many…
        • Do they get it?
        • Who likes to write?
        • Introverts? Extrovert?
        • Staff re-allocation?
        • Time commitment?
        • Justification?
    • 52. http://www.sherpastore.com/socialmediabmg09.html
    • 53.  
    • 54.  
    • 55.
      • Low Cost Implementation
        • Most tools are free
      • Relationships
        • Communities, Trust,
      • Marketing/PR
        • Viral affects are huge
      • SEO
        • Multiple locations of content
        • Link centric
      Marketing 2.O /Social Media Benefits
    • 56. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
    • 57. Reasons Not to do Marketing 2.0
      • Don’t have time…
      • Our staff resists it…
      • Our competitors aren’t doing it…
      • We’re going out of business…
    • 58.
      • Think like a publisher
      • Focus on building relationships
      • Research the Social Web
      • Engage, Listen, Act
      • Consider Proper Staff Allocation
      • Experiment & Be Patient
      • Measure
        • Traffic, buzz, brand, sales cycles, referrals, etc.
      Marketing 2.0 Actions & Take-Aways
    • 59. Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/ berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert

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